Google Play now makes it easier to manage your subscriptions

Mobile app subscriptions are a big business, but consumers sometimes hesitate to sign up because pausing and cancelling existing subscriptions hasn’t been as easy as opting in. Google is now addressing those concerns with the official launch of its subscription center for Android users. The new feature centralizes all your Google Play subscriptions, and offers a way for you to find others you might like to try.

The feature was first introduced at Google’s I/O developer conference in May, and recently rolled out to Android users, the company says. However, Google hadn’t formally announced its arrival until today.

Access to the subscriptions center only takes one tap – the link is directly available from the “hamburger” menu in the Play Store app.

Apple’s page for subscription management, by comparison, is far more tucked away.

On iOS, you have to tap on your profile icon in the App Store app, then tap on your name. This already seem unintuitive – especially considering that a link to “Purchases” is on this Account screen. Why wouldn’t Subscriptions be here, too? But instead, you have to go to the next screen, then scroll down to near the bottom to find “Subscriptions” and tap that. To turn any individual subscription off, you have to go to its own page, scroll to the bottom and tap “Cancel.”

This process should be more streamlined for iOS users.

In Google Play’s Subscriptions center, you can view all your existing subscriptions, cancel them, renew them, or even restore those you had previously cancelled – perfect for turning HBO NOW back on when “Game of Thrones” returns, for example.

You can also manage and update your payment methods, and set up a backup method.

Making it just as easy for consumers to get out of their subscriptions as it is to sign up is a good business practice, and could boost subscription sign-ups overall, which benefits developers. When consumers aren’t afraid they’ll forget or not be able to find the cancellation options later on, they’re more likely to give subscriptions a try.

In addition, developers can now create deep links to their subscriptions which they can distribute across the web, email, and social media. This makes it easier to direct people to their app’s subscription management page directly. When users cancel, developers can also trigger a survey to find out why – and possibly tweak their product offerings a result of this user feedback.

There’s also a new subscription discovery section that will help Android users find subscription-based apps through both curated and localized collections, Google notes.

These additional features, along with a good handful of subscription management tools for developers, were all previously announced at I/O but weren’t in their final state at the time. Google had cautioned that it may tweak the look-and-feel of the product between the developer event and the public launch, but it looks the same as what was shown before – right down to the demo subscription apps.

Subscriptions are rapidly becoming a top way for developers to generate revenue for their applications. Google says subscribers are growing at more than 80 percent year-over-year. Sensor Tower also reported that app revenue grew 35 percent to $60 billion in 2017, in part thanks to the growth in subscriptions.